use itembound event on datagrid
protected void dgid_ItemDataBound(object sender, DataGridItemEventArgs e)
{
if ((e.Item.ItemType == ListItemType.Item) || (e.Item.ItemType == ListItemType.AlternatingItem))
{
string name = e.Item.Cells[0].Text;
if (name != null)
{
e.Item.Cells[0].BackColor = Color.Red;
}
}
}